Snow business PPC is a great way to attract leads who are actively searching for your services. Using Google Ads, you can increase conversions, build online presence, and expand local reach.
In this complete guide, you’ll discover everything you need to know about snow business PPC so you can quickly begin taking advantage of Google Ads for:
Use this guide to make Google Ads simpler. Plus, maximize your snow business PPC results, get the most from your money, and start winning more clients today!
Unlike the typical brick-and-mortar business, the snow removal business is different because you’re going to clients (rather than them coming to you).
In turn, it’s essential to choose specific areas to target, since you’ll need to know which areas or neighborhoods you’d like to win.
Remember, the higher the population in the area, the faster you’ll see results. Then, you’ll use these results to discover what Google Ads strategies are and aren’t working.
Plus, Google Ads now offers smart location targeting options to help you win more jobs. You can:
Also, Google's local service ads put your snow business PPC right at the top with a "Google Guaranteed" badge, which helps win trust fast.
Even though it's important to stick to your budget, remember that Google Ads costs more than Facebook Ads. You can't run Google Ads for $5 a day like you can with Facebook, so you'll need to spend more to see real results.
Why? Because you're reaching people who are actively looking for snow removal services. These leads cost more, but they're more likely to turn into paying customers.
For snow business PPC, expect to pay:
To make Google Ads work well for your snow removal business, plan to budget at least $750-1,000 per month during your busy season. This gives you enough spend to:
Remember, the goal is to find the sweet spot between not spending too much and spending enough to get a good return on your investment (ROI).
Pro Tip: Start with a moderate snow business PPC budget in a smaller area first. Once you see what works, you can expand your budget and coverage area.
Before your Google Ads start bringing in new leads, you need a solid plan to handle them. Here's how to set everything up:
First, decide where you'll send people who click your ads:
Pro Tip: Whatever page you choose, make sure it works well on phones. Most people will see your ad on their mobile devices!
Next, set up your follow-up system:
Make it easy for customers to take action:
Remember: The faster you respond to new leads, the more likely they are to choose your business. Use Service Autopilot to help you stay organized and respond quickly to every new customer.
You can learn a lot by looking at how other snow removal businesses run their ads. Here's how to do it safely:
Instant invoicing
Better scheduling
Manage your clients and employees all in one system
If you're new to Google Ads, you need to know how Google shows your ads to the right people.
Match types tell Google when to show your ads based on what people search for. Here are the three types you can use:
Keyword example: snow removal atlanta
This is the most flexible type. If you use broad match, Google will show your ad for searches that it thinks mean the same thing as your keyword. For example, your ad might show up when someone searches:
While broad match can help you reach more people, it can also waste money on searches that aren't quite right for your business. But don't worry—Google's AI is getting better at understanding which searches make sense for snow removal businesses.
Keyword example: "snow removal atlanta"
Phrase match is more focused than broad match. Your ad will show when people search for your keyword or very close variations. The words need to be in the same order, but people can add words before or after. For example:
This match type gives you more control while still reaching plenty of potential customers.
Keyword example: [snow removal atlanta]
Exact match is the most precise option. While it used to only show ads for the exact phrase, Google now includes searches that have the same meaning. For example:
Pro Tip: When you're just starting, use a mix of phrase match and exact match keywords. This helps you reach enough people while keeping costs under control. Once you see what works best, you can test broad match with a careful eye on your budget.
Your main goal with Google Ads is to show up when people are actually looking to hire a snow removal service. Focus on keywords that show buying intent, like:
Remember: Google Ads has gotten a lot smarter at understanding what people want. Their AI helps match your ads with the right searches, but you still need to pick good keywords to start with.
Want to save money? Use Google's recommendations tool to see which match types work best for snow removal in your area. Just remember to check your results regularly to make sure you're spending your money wisely.
Before diving into Google Ads, you need to know exactly what you're advertising and what words people use to find these services.
Make a simple list of everything you offer. For example:
Don't forget to list what you DON'T offer. This helps you avoid wasting money on the wrong searches later.
Now that you know what you offer, here's how to find the right keywords:
Pro Tip: Don't worry too much about keyword volume in Google Keyword Planner. Since you're focusing on local searches, these numbers will be smaller than national searches. What matters is finding the right keywords for your specific area.
Organize your keywords into groups based on services. For example:
Residential Services:
Commercial Services:
Emergency Services:
This organization helps you:
Remember: Start with your most popular services first. You can always expand to other keyword groups once you see what works best.’t offer ice removal, then you don’t want your ad appearing in a search relating to that service.
Optimize and increase your performance by properly managing and organizing your account.
In other words, create high-level categories of your services and make each of them their own Google Ads campaign.
Next, split up each of these high-level categories with keywords split into different ad groups.
Also, if you want to take it a step further, break these categories up by match types too. In turn, this helps with testing to see what’s performing the best.
Then, create ads for those specific keywords and include them in the search term.
When you include the search term in your Google Ads, you’ll have the power to increase your relevancy to leads. In turn, this helps increase CTR’s and lower CPC’s (Costs Per Click).
Split up your campaigns by location using radius targeting.
While you don’t have to break up every city like this, splitting campaigns by granularization helps build data in your account. As a result, you’ll be able to see where your conversions are originating.
In contrast, you’ll also be able to see where you’re receiving a lot of clicks with low conversion rates.
Keep in mind, if you don’t split up your campaigns by location, then you can’t separately view these two factors.
Plus, after a year or two of running Google Ads in this way, you can turn off ads in specific areas while increasing bids in others.
In turn, this is one of the best ways to optimize your ad spend.
By the way, you can do this with your ads schedule too.
Break out your Google Ads times into smaller increments and days to see where you’re getting the best results, and then optimize.
Want to write better Google Ads? The secret is understanding what your clients really want. Here's how to create ads that people actually click on:
Look at local reviews (especially 2-4 star ones) to understand what clients care about. These middle-range reviews often give the most honest feedback. Pay attention to:
For example, if you see lots of reviews saying "they never called me back about my estimate," you know leads value quick responses. Use this in your ad with something like "Get Your Estimate in 5 Minutes!"
Make your ads stand out by:
Pro Tip: Google now rewards ads that match what people are searching for. If someone searches "driveway snow removal," make sure those exact words appear in your ad.
Tell people exactly what they'll get:
"Clear Pricing, No Hidden Fees"
"Free Same-Day Estimates"
"Professional Snow Removal in Under 2 Hours"
"Family-Owned, Fully Insured Snow Service"
Negative keywords stop your ad from showing up for the wrong searches. This saves you money and gets you better leads. Here's how to use them:
Pro Tip: During busy snow seasons, also add words like "forecast" or "weather" to avoid showing ads to people just checking the weather!
Every week during the snow season, look at what people searched for before clicking your ad. If you see searches you don't want, add them to your negative keywords list.
Remember: You can add negative keywords at any time. The more you add, the more money you'll save on wrong clicks.
The only way to know if your Google Ads are working is to track them. Here's how to measure your success with snow business PPC.
Make sure Google can track when people:
Pro Tip: Google Ads can now record phone calls (with client permission). This helps you know which ads bring in the best leads!
Check these things every week during snow season:
For snow business PPC, you might:
Remember: The more you track snow business PPC, the better you can make your ads work for your business. Use both Google Ads data and Service Autopilot to get the full picture of how well your ads are performing.
Google Ads might seem complicated at first, but it's worth the effort. With this guide, you now know how to take advantage of snow business PPC and:
Remember: Use Service Autopilot alongside Google Ads to give fast estimates, track your new clients, and turn one-time snow removal calls into long-term clients.
Related: Top Snow Resources to Level-Up Your Business in 2025
Originally published Sept 9, 2021 7:00 AM updated on Feb 21, 2025 at 3:15 PM
Tags: Featured Post, Marketing
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